How Much Video Content Does Your Brand Need?

Almost every conversation starts here, and most answers you will find online are some version of "post as much as possible." We think that advice is wrong for businesses, and it is worth explaining why before getting to the number.

The number: three to five feed posts a week

For most businesses, three to five posts a week on the feed is the level we recommend. It is frequent enough to stay in front of people and to give an algorithm something to work with, and restrained enough that you can keep the quality up — which is the part that actually decides whether any of it works.

Restaurants and hospitality should be hitting that consistently, and so should most creative industries. More formal professional businesses — a law practice, a medical group — can sit at the lower end without losing anything.

Why more is not better

Posting every day, several times a day, is a growth strategy. It is just not a growth strategy for a business. Our view, from running accounts across a lot of different industries, is that audiences get tired of a business that is constantly in their feed talking about itself — especially if the content is not that interesting. We call it viewer fatigue, and what it looks like in practice is traction and engagement falling away even as the posting volume goes up.

The daily, multi-post rhythm genuinely does work for influencers, creators and public figures. That is a different job with a different product: the person IS the content, and the audience follows them for exactly that. A business is not in that position, and copying the cadence without the premise is how feeds end up busy and ineffective.

So the honest answer is that quality and quantity both matter, and they matter about equally. Volume with nothing behind it burns the audience you already have. Beautiful work published twice a quarter never reaches anyone. You need enough of it, and it needs to be worth watching.

The exception: be present every day where presence is cheap

The three-to-five rule is about the feed — the permanent, public, judged-on-quality surface. It is not a cap on being present.

Stories are the clearest example, and we recommend being consistent there daily. Anywhere a platform lets you show up every day, be casual, and interact with people live, take it. That surface rewards frequency and immediacy in a way the feed does not, and it costs you almost nothing in production.